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University of Nebraska Medical Center Agenda Planning a great e-newsletter E-Newsletter template demonstration

University of Nebraska Medical Center Planning before creating

University of Nebraska Medical Center Do You Need a Newsletter? The five W’s 1.Why do you want or need a newsletter? Why would someone give you personal info to read it? 2.Who is the audience? 3.What purpose will it serve? What benefit will the reader gain? 4.When /how often will it reach the audience? 5.Where will it have an impact? outcomes / consequences / actions desired?

Print vs. Electronic Print May already have an established audience Longer content News-focused No computer needed Less aggressive schedule Self-contained Electronic Must acquire permission Reduced cost Shorter content Tool-focused More interactive Instant distribution Dependant upon other info sources (website, etc.) University of Nebraska Medical Center

Permission-Based Marketing All e-newsletters must be opt-in, not opt-out That means you need to build a list - ITS cannot/will not provide a list! Potential sources: Encourage signup with existing contacts Sign up through your website or offices Call to action from your print newsletter

Traits of Good E-Newsletters Useful Interesting Simple Authentic University of Nebraska Medical Center

Useful Speaks to an audience Purpose-driven – content is applicable for that audience Timely information – on a schedule On-topic – Meet the promise you’ve made Benefits to reader are transparent University of Nebraska Medical Center

Interesting “Insider” info – what are you offering they can’t get anywhere else? Utilitarian content – more tools, less press Interactivity – Invite participation, call them to action; multimedia another possibility Links back – to your or other websites; be a gateway to new information University of Nebraska Medical Center

Simple Message is clear Easy to read – written for 7 th -9 th grade level Quick to read – 4-5 minutes tops, 2-3 ideal Uses graphics tactically – enhance rather than override the text Pushes depth of content back onto other media University of Nebraska Medical Center

Authentic More blog-like in presentation – conversational, honest, direct Distinct tone – How formal or funny? Consistent voice – Broadcasts character Defines what sets you apart Provides memorable, useful information Get a good title – it’s your coat of arms University of Nebraska Medical Center

Top 5 Things to Get Your Letter Read 1.Strong subject lines – include synopsis in subject, drop “the” and “newsletter” 2.Short, punchy headlines 3.Effective and clear captions 4.Engaging content – Message from expert; testimonials; offer; event schedule; facts 5.Short articles – drive to web for more info University of Nebraska Medical Center

In her own words – Q&A with Sara Cizek UNMC Delegates newsletter University of Nebraska Medical Center

Template demo

Getting Started – Five Easy Steps 1.Account set-up User name, password Credit card 2.Upload list 3.Contact Public Relations for template 4.Add in content 5.Send University of Nebraska Medical Center

A few parting words. Keep in mind…. I.T. spam/newsletter policies - read ‘em! Opportunity cost – “cheap but not free” Print newsletter template available on the branding resources site These materials will be posted on branding resources today University of Nebraska Medical Center